Se ha denunciado esta presentación.
Utilizamos tu perfil de LinkedIn y tus datos de actividad para personalizar los anuncios y mostrarte publicidad más relevante. Puedes cambiar tus preferencias de publicidad en cualquier momento.

Presentation Étude: Facebook Content Marketing Insights 2017

4.842 visualizaciones

Publicado el

Lien vers l'étude complète : http://nuk.io/YCjMAk

1 200 marques et plus de 150 000 publications analysées sur Facebook en France.

Découvrez les derniers insights sur les stratégies de contenu des grandes marques sur les réseaux sociaux.

Publicado en: Marketing
  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Responder 
    ¿Estás seguro?    No
    Tu mensaje aparecerá aquí
  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Responder 
    ¿Estás seguro?    No
    Tu mensaje aparecerá aquí
  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Responder 
    ¿Estás seguro?    No
    Tu mensaje aparecerá aquí
  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m77EgH } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m77EgH } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m77EgH } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m77EgH } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m77EgH } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m77EgH } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Responder 
    ¿Estás seguro?    No
    Tu mensaje aparecerá aquí
  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Responder 
    ¿Estás seguro?    No
    Tu mensaje aparecerá aquí

Presentation Étude: Facebook Content Marketing Insights 2017

  1. 1. Facebook Content Marketing Insights 2017 #WebediaLearningDays Raphaël Grandemange DG Webedia Brand Services Julien Oudart DG NukeSuite
  2. 2. Réinventer les marques par le contenu | CONSUMER KNOWLEDGE CONTENT STRATEGY CONTENT PRODUCTION CONTENT DISTRIBUTION DATA & ANALYTICS #WebediaLearningDays
  3. 3. L’OBJECTIF DE L’ÉTUDE | l’usage par les marques de Facebook en France (publiant en langue française) Examiner, analyser & comprendre
  4. 4. FACEBOOK, LE RÉSEAU SOCIAL LE PLUS POPULAIRE | 22 ans âge moyen d’un utilisateur Facebook 89 pages suivies en moyenne par utilisateur Newsfeed représente 40% du temps passé sur Facebook utilisateurs actifs mensuels dans le monde 30 millions en France utilisateurs actifs quotidiens dans le monde 20 millions en France utilisateurs actifs mensuels sur mobile dans le monde 24 millions en France 46 minutes passées par jour en moyenne sur Facebook 1,8 milliard 1,18 milliard 1,66 milliard * Source Facebook #WebediaLearningDays
  5. 5. L’ÉTUDE marques qui partagent sur une page Facebook en français. CE QUI A ÉTÉ OBSERVÉ POUR CETTE ÉTUDE CONTENU TIMING ENGAGEMENT | 1200 marques 10 industries La Beauté, l’Habillement, L'Électronique, la Finance, les produits de Grande Consommation, le Retail, les Télécoms, le Voyage, l’Automobile et les Médias. recueillies et analysées sur Q4 2016. 150 000 publications #WebediaLearningDays
  6. 6. UNE ANALYSE CONSTRUITE À PARTIR DE LA TECHNOLOGIE NUKESUITE | Content Factory Publishing Moderation Social CRM Analytics #WebediaLearningDays
  7. 7. LES MARQUES & LEUR COMMUNAUTÉ FACEBOOK | LES PAGES FACEBOOK FRANÇAISES DES GRANDES MARQUES 4 % 8 % 29 % 58 % Moins de 150k fans Entre 150k et 500k de fans Entre 50k & 1m de fans Plus de 1m de fans comptent moins de 150 000 fans. 58% des pages 237 152 fans la taille moyenne de la communauté d’une grande marque en France #WebediaLearningDays
  8. 8. 4 396 Nombre d’interactions hebdomadaire moyen - talk about | 237 152 fans en moyenne suivent les pages de marque 4% des pages dépassent le million de fans 67 commentaires en moyenne sur un post de marque 597 mentions j’aime en moyenne sur un post de marque 83 partages en moyenne sur un post de marque L’ACTIVITÉ DES MARQUES SUR FACEBOOK 23 posts publiés en moyen par mois #WebediaLearningDays
  9. 9. Publication des marques par jour LUNDI MARDI MERCREDI JEUDI VENDREDI SAMEDI DIMANCHE 1750 3500 5250 7000 Taux d’engagement moyen par jour de la semaine LUNDI MARDI MERCREDI JEUDI VENDREDI SAMEDI DIMANCHE 310 320 330 340 350 LES JOURS DE PUBLICATION sont les jours les plus propices pour engager Dimanche, mercredi & jeudi… … surtout le Jeudi ! Le jeudi est le meilleur jour en termes de Likes, de commentaires, de partage et d’engagement |
  10. 10. Les publications heure par heure 0 1800 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 | LES HEURES DE PUBLICATION En moyenne, une publication postée à 7 heures suscite plus de 2x plus d’engagement que si elle est postée à 8h. L’opportunité du matin Les moments charnière Les meilleures heures de la journée pour poster sont : 7h, 11h, 18h & 21h. Les interactions heure par heure 700 010203040506070809101112131415161718192021222324
  11. 11. LES CONTENUS PARTAGÉS des publications contiennent une ou plusieurs photos. 62% de photos | des publications contiennent une video. 16% de videos des publications contiennent un lien. 21% de liens TYPES DE CONTENUS PARTAGÉS PAR LES GRANDES MARQUES 1 % 16 % 21 % 62 % Photo Link Video Status Event #WebediaLearningDays
  12. 12. LA PRÉPONDÉRANCE DE LA VIDEO Interactions sur les publications selon le type de contenu, en moyenne 0 900 Video Photo Texte Lien Event Note La vidéo booste les interactions : 4 fois plus de partages qu’un lien en moyenne. Plus de partages | Les vidéos suscite 3 fois plus de likes qu’un lien Plus de likes #WebediaLearningDays
  13. 13. | LA VIDEO, FORMAT INÉVITABLE Le volume de vidéos publiées par les entreprises en France a augmenté de 16,5 % en décembre (quand les publications augmentent que de 6%). Croissance L’engagement sur les videos augmente de 6% en décembre (contre 4% pour la photo et -11% pour le lien). Interactions #WebediaLearningDays
  14. 14. | LES VIDEOS QUI ENGAGENT LE PLUS 01 02 0391k interactions 80k interactions 65k interactions 04 62k interact #WebediaLearningDays
  15. 15. MAIRIE DE PARIS 175 000 interactions XBOX FR 160 000 interactions SEPHORA 152 000 interactions MCDONALD’S FR…134 000 interactions LDLC.COM 207 000 interactions LES 10 MARQUES * LES PLUS ENGAGEANTES SUR FACEBOOK EN FRANCE EASYVOYAGE1. 1 000 000 interactions VILLE DE LYON2. 547 000 interactions AXA PEOPLE…3. 292 000 interactions PANDORA4. 265 000 interactions UNDIZ5. 246 000 interactions 6. 7. 8. 9. 10. * hors media, sur un mois #WebediaLearningDays
  16. 16. AUTRES GRANDES TENDANCES Les publications de moins de 50 caractères génèrent 2x plus d'interactions 50 caractères | Facebook bride les contenus externes et booste le contenu natif, plébiscité par les utilisateurs. Priorité au contenu natif “In five years time Facebook will be definitely mobile, it will be probably all video” SOURCE : article de QZ.COM Nicola Mendelsohn, heads of Facebook’s operations in Europe, the Middle East and Africa.
  17. 17. LES POSTS PAR INDUSTRIES Les éditeurs adoptent une stratégie plus agressive avec des contenus chauds et froids. Media Nombre moyen de posts par mois par industrie Media Travel Electronics Finance Telecom 0 100 200 300 400 Telecom, FMCG et Beauty Les industries qui publient le moins. Les industries qui publient le plus. Retail, Travel & Clothing Nombre moyen de posts par mois par industrie Retail Clothing Beauty Véhicule FMCG 0 10 20 30 40 #WebediaLearningDays
  18. 18. L’ENGAGEMENT PAR INDUSTRIE FMCG, Travel et Media FMCG & Travel adoptent des stratégies éditoriales proches de celles des media. Telecom, Finance et Electronics Les industries qui dégagent le moins d’interactions. Nombre moyen d’interactions par mois par industrie FMCG Travel Media Véhicule Beauty Retail Clothing Electronics Finance Telecom 0 300 600 900 1200 #WebediaLearningDays
  19. 19. ET LES ÉDITEURS & MEDIA ? | Répartition du nombre moyen d’interaction 1500 3000 4500 6000 Note Event Status Link Video Photo publications en moyenne par page Facebook soit 15 fois plus que les marques. 377 posts par mois les medias publient en priorité des posts incluant des liens - 77% des posts. Liens interactions moyennes par post soit 30% de plus que les marques. 990 Media : Presse, TV, entertainement, natif #WebediaLearningDays
  20. 20. BEST PRACTICES | Entrer dans le quotidien de ses clients en assimilant et en intégrant ses codes. Empathie & contenu conversationnel #WebediaLearningDays
  21. 21. BEST PRACTICES | Dialoguer par l’intermédiaire des contenus générés par les utilisateurs. Les fans sont les 1ers ambassadeurs #WebediaLearningDays
  22. 22. BEST PRACTICES | Transcender le domaine de la marque avec des contenus qui portent des valeurs communes à son positionnement. Dépasser son domaine #WebediaLearningDays
  23. 23. BEST PRACTICES | Utiliser le événements calendaires, employer l’humour, détourner les règles. Jouer avec le contexte #WebediaLearningDays
  24. 24. BEST PRACTICES | Stimuler les interactions pour accroitre le reach. Booster l’engagement #WebediaLearningDays
  25. 25. BEST PRACTICES | Maintenir la discussion avant, pendant et après les événements de la marque. Nourrir la conversation #WebediaLearningDays
  26. 26. BEST PRACTICES | Innover sur les contenus Adapter le format du contenu selon les usages : video & des textes infographiques #WebediaLearningDays
  27. 27. | Merci ! #WebediaLearningDays
  28. 28. | L’étude est disponible en ligne ! Accédez à l’étude complète depuis notre site : 60 pages d’analyse globale et par industrie. #WebediaLearningDays TÉLÉCHARGER MAINTENANT

×